With Ford Motor Company being a leader in the social media space, one local automotive dealer took this opportunity to the next level to see how social media could drive more business on the local level as well.

For Georgia dealer, Allan Vigil Ford Lincoln Mercury, we created an exclusive Facebook-only promotion for our Fans – Become a Fan of our Page and get a Free Oil Change. The promotion was simple in execution and ran for approximately 4 months, but became a highly effective marketing tool for driving tangible business for the dealership.

The results:

10x increase in Facebook Fans
One goal of our promotion was to increase the number of Facebook Fans. The point of note here was the rapid acceleration of growth, going from an average of 21 new Fans each month to 237 Fans during the promotional period. Talk about kick-starting a program that had plateaued.

Immediate 2 to 1 ROI, with long-term ROI of more than 10 to 1
The question of social media and ROI always comes into play, though the medium itself is cost-effective by nature, some retailers cringe at the thought of “free” giveaways.  This dealership took the gamble with no qualms and quickly realized the potential of the promotion with an immediate 2 to 1 ROI and nearly $8,000 generated in additional service from those who came in simply for a free oil change.

9% revenue generated from 1st time customers
Of the additional revenue generated during the promotional period, 9% came directly from 1st time customers of the dealership, setting the stage for continued, long-term growth and re-visits.

The almighty referral factor
And, as we love to state, the power of referral again comes into play here. If referral is the surest form of long-term loyalty & satisfaction, then we found a homerun with this Facebook promotion.  Targeting the local market, the spread became a powerful one with at 300% growth in unaided Interactions with viral spread, positive word-of-mouth, and a wealth of new Zealots for the brand.

Has your social media program hit a plateau?  Looking to grow more Zealots for your brand? Contact Guest Relations Marketing for information on kick-starting your marketing program. www.guestrelationsmarketing.com

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